Range of Champagne

Building a strong customer relation with a product requires competent personnel to enable it thrive in the present dynamic and competitive business settings. For continuous and sustainable brand success, specialists should carefully select and position the products to the target market.Advertising We will write a custom essay sample on Range of Champagne specifically for you for only $16.05 $11/page Learn More The Champagne house has many skilled brand managers; they took different approaches and attempted several alternatives to position different brands of Champagne to their present status (Hirche 2012). Proper management of Champagne brands has increased the level at which customers identify themselves with the products. The strong brands have added significant values to Champagne products, as it is in the minds of consumers, thus most customers associate themselves with the brand. Dom Perignon brand makes Moet Chandon Wineries Company to generate mo re value than other Champagnes that lacks such strong brands. Conducting a well-organized advertisement for a product or service alters market perceptions. Advertisement of Champagne brands helped in formation of mental images in the minds of consumers. This has made it easy for the company to sell its common brands, such as Krug and Dom Perignon with ease, as there is little competition. Competition has been minimal in the sense that customers have developed strong taste and preference for the Champagne brands (Hirche 2012). In keeping with market dynamism, Champagne brands find there way into key functions like parties, football celebrations, and other significant functions. With such strong connections, consumers believe that Champagne brands are superior to generic wines. Dom Perigon, for instance, is an expensive brand that continues to dominate the wine market given the strong emotional association that it has with consumers. Therefore, consumers can pay premium rates to purch ase this brand, instead of acquiring cheap sparkling wines. This strong brand connection has enabled Moet Chandon Wineries Company to develop positive brand equity with consumers. Notably, the brand loyalty has taken a sustainable approach; it is reflected on the financial growth of the company. The strong brand connection that the firm enjoys from some of its brands indicates the difference that emanates from advertising different brands. It is nearly impossible for all brands to receive same market response. However, a single brand can influence the sales of other brands of the same company, as consumers do not only form strong connections with the brand, but also with the company (Brand Equity n.d.).Advertising Looking for essay on advertising? Let's see if we can help you! Get your first paper with 15% OFF Learn More Product equity helps companies in value generation from three fronts. It is the emotional and intellectual attachments or associations that consumers have with a given product or service. For instance, customers can willingly pay more for a bottle of Krug or Bollinger to a bottle of generic Champagne, such as Mumm or Perrier Jouet (Brand Equity n.d.). This occurs in spite the lack justifiable difference in the tastes of the two brands to support the reason for the high premium. Advertisements build strong images in the minds of customers, such that they move from the awareness stage to sustainable loyalty with the brand. Adverts persuade consumers to prefer a given product to that of the competitors. It also reminds and reassures consumers of the acceptability of the product offering. After influencing consumers to choose a certain product over others, it becomes a brand name. Dom Perignon, Krug, and Bollinger are key brands that control the market share and sales of the manufacturing company; they influence the overall business outcomes. The road to brand loyalty begins with the Advert committees creating brand awareness among consumers. Then, there is the brand trial stage; here, consumers try to use the brand, and then develop preferences. At brand preference stage, emotional and intellectual associations arise, as consumers make repetitious purchases. Lastly, brand loyalty occurs. At this stage, consumers demand the brand and can pay premium rates to acquire it. With high loyalty comes strong attachment with the brand, such that consumers cannot substitute the brand for any other wine (Sutherland Sylvester 2000). According to Goode (2012), Champagne occupies an elevated space in the wine industry, and this has been due to massive advertisements that Grand Marques has carried out. The hard work has built brand equity for Champagne products, such that there is a guarantee in price elevation for any bottle of wine having the Champagne name. Even though there are expensive Champagne brands, the presence of inexpensive brands erode the brand equity. Product advertisement differs from one brand to another. For example, Dom Perignon brand has higher prestige level than Veuve Clicquot judging from the way consumers seek them. Bollinger brand trends more than the Taittinger brand. In a competitive and dynamic market, a product’s image is everything. Multiple campaigns by Moet Chandon Wineries Company have seen Krug and Dom Perignon top the most consumed list of brands. Advertisements also aim at changing consumers’ beliefs or mindsets on certain products or services. This increases the market segment resulting in development of a larger market.Advertising We will write a custom essay sample on Range of Champagne specifically for you for only $16.05 $11/page Learn More Champagne brands are distributed to specific locations, associated with right personalities, and events. In addition, Moet Chandon Wineries Company has been using brand adverts to distinguish their products from those of the competitors (Chamberlin 1918). This has made it easy f or consumers to differentiate their products from others. Massive investment is required in order to build a prestige brand, and for Champagne, such investment is not a significant problem. For sustainable loyalty among consumers, the investment has to remove the pressure to sell that could lead to negative decisions from consumers in future. Advertisement is a major tool that alters consumers’ negative perceptions, and instils the brand image in their minds. With the image of Champagne brands in the minds of consumers, there is a barrier to entry of new products and reduction in competition from similar products. The move blocks new competitors from establishing their presence in the wine market, as consumers can forego buying wine if the brand is not available. Advertising has been a great weapon for the development of strong images of the Champagne brands. Champagne products remain unrivalled in the market even with other brands trending at high prices. Consumers put more value on Champagne than other beverages. A comparison of the sales of Roederer, Laurent-Perrier, and Veuve Clcquot reveal different market perceptions (Goode 2012). The knowledge consumers have about the named brands are different resulting in different brand equity measurements. Product equity is also comprehended from the point of tangible financial assets that a firm owns. This entails the strategic positioning and planning that a company has put in place to ensure successful transfer of products to consumers. The move to distinguish different brands of Champagne made the Wine firm to register positive market response, but at different levels. The images below show some of the major Champagne brands that are trending in the wine market. References Brand Equity n.d., UK Essays: Marketing. Web.Advertising Looking for essay on advertising? Let's see if we can help you! Get your first paper with 15% OFF Learn More Chamberlin, H. H 1918, Champagne Song: or The Wine of Victory, Taylor Francis, Paris. Goode, J 2012, How to Manage a Champagne Brand, Some Thoughts, The Wine Anorack. Web. Hirche, M 2012, Brand Equity – the Case of Champ†¦ What?, Martins Winelust. Web. Sutherland, M., Sylvester, A. K 2000, Advertising and the Mind of the Consumer: What works, What Doesn’t, and Why (2nd ed.), Allen Unwin, St. Leonards, NSW. This essay on Range of Champagne was written and submitted by user Ellen Sharpe to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

A Critical Look at Death of a Salesman

A Critical Look at 'Death of a Salesman' Have you ever loved a rock band that had lots of great songs you cherished? But then the band’s hit single, the one everyone knows by heart, the one that gets all the airtime on the radio, isn’t a song you particularly admire? That’s the way I feel about Arthur Millers   Death of a Salesman. It’s his most famous play, yet I think it pales in comparison to many of his less popular dramas. Although it’s by no means a bad play, it certainly is overrated. Wheres the Suspense? Well, you have to admit, the title does give everything away. The other day, while I was reading Arthur Miller’s esteemed tragedy, my nine-year-old daughter asked me, â€Å"What are you reading?† I replied, Death of a Salesman, and then at her request I read a few pages to her. She stopped me and announced, â€Å"Daddy, this is the world’s most boring mystery.† I got a good chuckle out of that. Of course, it’s a drama, not a mystery. However, the  suspense is a vital component of tragedy. Sure, when we watch a tragedy, we fully anticipate death, destruction, and sadness by the play’s end. But how will the death occur? What will bring about the destruction of the protagonist? When I watched Macbeth for the first time, I guessed that it would conclude with Macbeth’s demise. But I had no idea as to what would be his undoing. After all, he and Lady Macbeth thought they’d never be â€Å"vanquished until Great Birnam wood to high Dunsinane Hill shall come against him.†Ã‚   How the heck is a forest going to turn against them?! Therein lies the suspense because, sure enough, the forest comes marching right up to their castle! The main character in  Death of a Salesman, Willy Loman, is an open book. We learn very early on in the play that his professional life is a failure. He’s the low-man on the totem pole, hence his last name, â€Å"Loman.† (Very clever, Mr. Miller!) Within the first fifteen minutes of the play, the audience learns that Willy is no longer capable of being a traveling salesman. We also learn that he is suicidal. Spoiler! Willy Loman kills himself at the end of the play. But well before the conclusion, it becomes clear that the protagonist is bent upon self-destruction. His decision to kill himself for the $20,000 insurance money comes as no surprise; the event is blatantly foreshadowed throughout much of the dialogue. The Loman Brothers I have a hard time believing in Willy Loman’s two sons. Happy: He is the perennially ignored son. He has a steady job and keeps promising his parents that he’s going to settle down and get married. But in reality, he’s never going far in business and plans to sleep around with as many floozies as possible. Biff: He’s more likable than Happy. He has been toiling on farms and ranches, working with his hands. Whenever he returns home for a visit, he and his father argue. Willy Loman wants him to make it big somehow. Yet, Biff can’t hold down a 9-to-5 job to save his life. Both brothers are in their mid-thirties. Yet, they act as though they are still boys. The play is set in the productive years following World War II. Did the athletic Lowman brothers fight in the war? It doesn’t seem like it. If they had, perhaps they would be completely different people. They don’t seem to have experienced much during the seventeen years since their high school days. Biff has been moping. Happy has been philandering. Well-developed characters possess more complexity. By leaps and bounds, the father is the best part of Arthur Miller’s play. Unlike many of the show’s flat characters, Willy Loman has depth. His past is a complicated tangle of regrets and undying hopes. Great actors such as Lee J. Cobb and Brian Dennehy have mesmerized audiences with their portrayals of this iconic salesman. Yes, the role is filled with powerful moments. But is Willy Loman truly a tragic figure? Willy Loman: Tragic Hero? Traditionally, tragic characters (such as Oedipus or Hamlet) were noble and heroic. They possessed a tragic flaw, usually a bad case of hubris. (Note: Hubris means excessive pride. Use the word hubris at cocktail parties and people will think you’re ever-so-smart! But dont let it go to your head!). In contrast, Willy Loman represents the common man. Arthur Miller felt that tragedy could be found in the life of ordinary people. While I certainly agree, I also believe that tragedy works best when the main character’s choices become whittled away, much like a masterful yet imperfect chess player who suddenly realizes he is out of moves. Willy Loman has options. He has a lot of opportunities. Arthur Miller seems to be criticizing the American Dream, claiming that Corporate America drains the life out of people and casts them away when they are no further use. Yet, Willy Loman’s successful neighbor continually offers him a job! Willy Loman declines the job without ever explaining why. He has a chance to pursue a new life, but he wont let himself give up his old, soured dreams. Instead of taking the decent paying job, he chooses suicide. At the play’s end, his loyal wife sits at his grave. She does not understand why Willy took his own life. Arthur Miller would claim that the dysfunctional values of American society killed him. However, I believe that Willy Loman suffered from senility. He exhibits many of the symptoms of Alzheimer’s. Why couldn’t his sons and his ever-attentive wife recognize his failing mental condition? It’s a mystery to me.